Business
simplyFUEL Announces Strategic Partnership with Humble Growth
simplyFUEL, the fast-growing protein snack brand known for its craveable, clean-ingredient protein balls, today announced a strategic partnership with Humble Growth, a consumer-focused growth equity firm that partners with founder-led brands to help them scale with purpose.
About this update from Costco Wholesale Corporation
[{"type":"text","content":"Growth Equity Firm Acquires Minority Stake in simplyFUEL","length":56,"tagName":"p"},{"type":"text","content":"LEAWOOD, Kan., Jan. 22, 2026 /PRNewswire/ -- simplyFUEL, the fast-growing protein snack brand known for its craveable, clean-ingredient protein balls, today announced a strategic partnership with Humble Growth, a consumer-focused growth equity firm that partners with founder-led brands to help them scale with purpose.","length":324,"tagName":"p"},{"type":"image","alt":"simplyFUEL Ranks #4 in Food & Beverage in 2025 INC 5000 List. (PRNewsfoto/simplyFUEL)","displaySize":"","headline":null,"caption":"simplyFUEL Ranks #4 in Food & Beverage in 2025 INC 5000 List. (PRNewsfoto/simplyFUEL)","className":"","disableSlideshowImg":false,"size":{"original":{"width":400,"height":80,"url":"https://media.zenfs.com/en/prnewswire.com/600976e0a081ae639439ff58c2db53a6"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/7vo60YjaX9zoZt5XB4CPtQ--/YXBwaWQ9aGlnaGxhbmRlcjt3PTcwNTtoPTE0MTtjZj13ZWJw/https://media.zenfs.com/en/prnewswire.com/600976e0a081ae639439ff58c2db53a6","width":400,"height":80}},"href":"https://mma.prnewswire.com/media/2750739/simplyFUEL_Logo.html","hrefExternal":true,"rel":"nofollow"},{"type":"text","content":"The partnership comes as simplyFUEL continues its strong nationwide expansion, with retail distribution across Costco, Sam's Club, Walmart, and Target. Founded by renowned sports dietitian Mitzi Dulan, RD, simplyFUEL has built a loyal following by delivering delicious and nutritious protein snacks made with simple, clean ingredients, trusted by families, athletes, and everyday snackers. Before founding simplyFUEL, Dulan served as the Kansas City Chiefs Team Sports Dietitian and made history as the first-ever Team Sports Dietitian for both the Golden State Warriors and the Kansas City Royals.","length":602,"tagName":"p"},{"type":"text","content":"The brand's origin story is also rooted in elite performance. During her 10th season as the Kansas City Royals Team Sports Dietitian, Dulan made her protein ball recipe for the players on a whim for the first time. The players loved them. Just six weeks later, the Royals won the 2015 World Series, Dulan received a World Series ring, and people began constantly asking her, "How can I buy your protein balls?"","length":424,"tagName":"p"},{"type":"text"...